*F (Feature):
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Natural Ingredients: Pure coffee beans from Dak Lak, cocoa butter, etc.
Free from Harmful Substances: No parabens, sulfates, or microplastics.
100% Vegan Cosmetics: Not tested on animals.
*4 (Advantage):
Safe for all skin types, including sensitive skin.
Easily absorbed, effectively removes dead skin cells.
Leaves skin bright, smooth, and naturally moisturized after use.
*B (Benefit):
Minimizes irritation: No redness or itching.
Instantly provides soft, smooth, and glowing skin after each use.
Creates a protective barrier against environmental damage.
4.1.2 Target customer identification for the product
*Demographic Segmentation:
Gender: Primarily female, but the product is also suitable for males interested in skincare.
Age: 18 - 35 years. This group consists of young customers who are passionate about self-care, beauty, and regularly seek skincare products.
Income Level: Average to above-average: This segment has the financial capability to invest in skincare products.
*Psychographic Segmentation:
Vietnamese women aspire to have healthy, radiant skin. They prioritize natural extracts that ensure safety for the skin.
They favor products with clear origins and support high-quality Vietnamese brands.
Reasonable price.
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There is a growing trend towards green living, especially among the youth, who prefer clean products that do not harm the environment.
*Geographic Segmentation:
Major cities and urban areas such as Ho Chi Minh City, Hanoi, Da Nang, Hai Phong, and Binh Duong, which have a large population, high living standards, and significant beauty care demands.
*Behavioral Segmentation:
Individuals who regularly use skincare products.
They tend to shop online or at cosmetic stores and supermarkets.
They gather product information through social media, beauty websites, and reviews from beauty bloggers.
With a growing emphasis on appearance, their demand for beauty products continues to rise.
Increased environmental awareness drives them to seek green, clean, and eco- friendly products.
4.1.3 Current product lines of Cocoon on the market
*Skincare:
Cleansers: Rose water makeup remover, wax gourd makeup remover, etc.
Face Washes: Dak Lak coffee gel cleanser, wax gourd gel cleanser, etc.
Masks: Turmeric mask from Hung Yen, wax gourd mask, etc.
*Hair Care:
Shampoos: Sulfate-free grapefruit shampoo.
Conditioners: Grapefruit conditioner.
Hair Treatments: Grapefruit oil treatment, sacha inchi treatment.
*Bath & Body:
Body Scrubs: Dak Lak coffee body scrub, An Giang palm sugar body scrub.
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Body Washes: Wax gourd gel wash, eucalyptus & mint gel wash.
Body Butters: Dak Lak coffee body butter, eucalyptus & mint lotion.
Lip Care: Ben Tre coconut oil lip balm.
4.2 Product strategy 4.2.1 Cocoon body scrub
Cocoon is known for its vegan and eco-friendly skincare products, using natural ingredients and focusing on sustainability. The brand has added facial and lip scrub to its lineup, all featuring coffee from Dak Lak. This variety gives customers more choices, enhancing their experience and satisfaction.
The finely ground Dak Lak coffee, rich in caffeine, combines with cocoa butter from Tien Giang to gently remove dead skin cells, leaving skin feeling fresh, smooth, and energized. The Cocoon body scrub is safe for all skin types, even sensitive skin.
Cocoon’s products celebrate Vietnamese culture by using entirely natural ingredients like Dak Lak coffee, Ben Tre coconut, Tien Giang cocoa butter, and Cao Bang roses. They also include unique ingredients like grapefruit, pennywort, and wax gourd.
Plus, Cocoon 1s committed to being cruelty-free, with all products certified by PETA and approved under the Leaping Bunny program.
4.4.2 Packaging
The Dak Lak coffee scrub comes in a large, easy-to-hold jar that lets users use every last bit without wasting any product, unlike regular tubes. This jar can be reused, which helps reduce waste. When opened, it gives off a pleasant coffee scent, a standout feature of Cocoon.
Important information, like ingredients, benefits, and how to use the product, is clearly printed on the packaging. The brand logo, product name, and labels like batch number and production date are all clearly displayed.
Cocoon has also launched a 600ml Dak Lak coffee body scrub in refillable pouches.
This not only cleans the skin effectively but also cuts down plastic waste by 86% compared to jars, showing Cocoon's commitment to helping the environment.
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Additionally, Cocoon offers a special gift box called “One Love.” This box highlights Vienamese agricultural products, with each item representing a specific region, like Ben Tre coconut oil or Dak Lak coffee. The suitcase design symbolizes a journey to explore and appreciate Vietnam’s nature, evoking feelings of love and gratitude for the country.
4.2.3 Product safety
Before Cocoon products reach the market, they go through 12 to 24 months of research and testing to ensure they meet safety standards. This includes checks for microbes and pH levels, so users can feel confident that Cocoon products are safe and effective.
4.3 Pricing strategy 4.3.1 Product pricing policy
Currently, Cocoon products are priced between 125,000 VND and 325,000 VND for 200ml and 600ml sizes. This range is suitable for their target customers and offers good quality. If prices are too low, customers may think the quality 1s poor, while high prices can make it hard for some to buy. This pricing allows students to purchase the products safely.
With affordable prices and high-quality products, Cocoon has attracted many customers from different backgrounds. This shows that their pricing strategy 1s effective, benefiting both customers and the company.
4.3.2 Price comparison with competitors
At a price of only 125,000 VND, Cocoon's 200ml Dak Lak coffee scrub offers a significant competitive advantage. While competitors like Sukin's Rosehip Rejuvenating Facial Scrub (125ml) is priced at 399,000 VND and The Body Shop's Avocado Body Scrub (250ml) is also in a higher price range, Cocoon's product 1s more affordable. This makes it accessible to a wider range of customers, from students to those with average incomes. As a result, Cocoon can expand its market share and build customer trust through a combination of quality and affordability.
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In addition, Cocoon's diverse payment options, including cash, bank transfer, e- wallet, and mobile payment, help to increase customer satisfaction and loyalty. This competitive advantage allows Cocoon to attract a wider range of customers.
4.4 Distribution strategy
4.4.1 Multi-channel distribution system
The distribution strategy for Cocoon's body scrubbing products will be executed consistently and in alignment with the overall strategy of The Cocoon, a vegan cosmetics brand. This brand focuses on building a multi-channel distribution network, ranging from online channels such as the official website and e-commerce platforms to retail stores, reputable distributors, and major cosmetic store chains. The distribution system primarily emphasizes two main methods: direct distribution channels and indirect distribution channels.
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| E-commerce | platform
The Cocoon's Distribution Channel Model
*Direct distribution channel
Cocoon focuses on developing its online sales channel through its official website — The Cocoon, where consumers can directly purchase products and explore the brand, its vegan values, and detailed product information. The Cocoon operates two official websites: “cocoonvietnam.com” and “myphamthuanchay.com.” These websites not only provide detailed product information but also establish significant credibility with customers. This helps consumers feel more secure when making purchasing decisions and allows them to easily choose products that fit their needs, while also minimizing the risk of
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buying low-quality goods in the market. The website serves not only as a sales channel but also enables Cocoon to control the entire process from marketing and delivery to customer
care.
In addition to its online presence, Cocoon, despite not having many official stores, has collaborated with major cosmetic stores in large cities. Currently, Cocoon has 6 stores in Hanoi and 6 stores in Ho Chi Minh City. Most of Cocoon's product distribution points have their own websites, providing customers with more flexible and convenient purchasing options. The wide distribution of Cocoon branches not only makes products more accessible to consumers but also maximizes convenience, allowing customers to shop quickly and easily.
*Indirect distribution channel
Cocoon has built strong partnerships with many major retail chains in Vietnam, including Watsons, Guardian, Sammi Shop, Hasaki, Coco Shop, Boshop, Skin House, and Chanh Cosmetics Box, along with more than 200 other sales points nationwide. Cocoon's presence in large cities not only helps the brand reach a broad customer base but also enhances brand reputation and recognition. The brand’s presence in major supermarkets also creates favorable conditions for consumers to shop conveniently during their daily routines.
COCOON CO MAT TAI HON